Digitalmusicnews.com
The K-pop industry’s push into multimedia storytelling is expanding again, but this time through a new collaboration between HYBE and Spotify. The project will bring original video podcasts to the streaming platform’s global audience.
The partnership will launch its first series on March 23, introducing fans to a new slate of video-centric programming based on the world of K-pop.
Additional episodes are expected to roll out in April, with the scope broadening beyond HYBE’s own roster to feature creators and guests from a variety of fields. The programming is set to explore topics ranging from music and creative process to everyday life and pop culture.
HYBE MEDIA STUDIO, the entertainment company’s in-house content division, is leading production for the project.
In announcing the deal, HYBE framed the initiative as part of its ongoing effort to create more immersive fan experiences. With Spotify’s global user base and its rapidly growing podcast infrastructure, the company is utilizing video podcasts as another method to expand K-pop culture.
For Spotify, the move reflects a broader investment in video-driven audio content. Gautam Talwar, the platform’s general manager for Asia Pacific, noted that K-pop fandom is among the most engaged communities on the service.
Spotify’s podcast ambitions date back to 2019, when the company began building its podcast business through acquisitions. That year, it purchased podcast studios Gimlet Media, Anchor, and Parcast, followed in 2020 by the acquisition of media company The Ringer.
As streaming platforms increasingly compete in video and podcasting, the new HYBE partnership signals another step toward turning K-pop fandom into a multi-format entertainment experience.
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